Accenture and Adobe to Co-Develop Industry Specific Generative AI Solutions

Accenture recently announced that it will co-develop industry-specific solutions with its long-standing partner, Adobe, to help organizations create personalized content at scale.

As part of the collaboration, Accenture will leverage ‘Adobe Firefly’ within its marketing division ‘Accenture Song’ to empower its people to produce creative content faster and better. Using a Firefly Custom Model focused on its own brand style and design language, Accenture aims to customize content across the 19 industries it serves.

The solutions will initially target the retail and consumer goods, automotive, financial services, and health industries, aiming to streamline the content creation process and reduce manual adjustments.

Strategic partnership to revolutionize marketing with generative AI

The generative AI collaboration is part of Accenture’s broader $3 billion investment in data and AI, which includes all its capabilities to assist its clients in harnessing the power of AI to drive business innovation and growth across companies and countries.

Research has shown that while businesses are keen to invest in AI developments, their strategies are not yet robust or ready enough to harness the technology to its full potential. With this in mind, Accenture is dedicated to advising businesses to reskill and upskill employees and build new capabilities around AI to unlock greater value.

Accenture claims that their engineers will be trained to be Adobe Firefly specialists, enabling them to offer support to clients deploying Gen AI within their businesses.

Key lessons to learn: Create meaningful business results through partnership

The partnership between Accenture and Adobe demonstrates how organizations are teaming up to boost their offerings around generative AI, a tool that has taken the marketing and tech worlds by storm. 

Industry partnerships are essential for companies in order to leverage complementary strengths, drive innovation, and achieve sustainable growth. Sharing technology and infrastructure with partners provides access to advanced tools and platforms. This collaboration significantly enhances a company’s capabilities, enabling them to utilize cutting-edge technologies they might not have otherwise.

Other major benefits of strategic partnership:

• Provides the necessary support to scale operations and innovate faster.
• The opportunity to enter new markets and expand the company’s reach and customer base through partner networks.
• Drive innovation by bringing diverse perspectives and skills to the table.
• Exciting and impactful partnerships attract professionals looking to work on innovative solutions, further helping boost the talent pool.
• Provides a channel to explore new technologies and solutions.
• Opportunity to share the workload and pool resources to bring new offerings to market faster.
• Collaborative efforts streamline the development process and expedite product launches, enabling quicker responses to market demands.
• Reputable partnership enhances credibility and helps build brand trust.
• This shared approach encourages investment in ambitious projects by mitigating potential downsides.

Understanding Accenture Song and Adobe Firefly Custom Models

Accenture Song (previously known as Accenture Interactive), part of Accenture Digital, is the largest and fastest-growing digital agency network in the US and worldwide. The agency offers integrated, industrialized, and industry-driven digital transformation and marketing solutions.

Built on Accenture’s longstanding culture of change, the name ‘Accenture Song’ conveys an enduring and universal form of human craft, connection, inspiration, technical prowess, and experience —unleashing the imagination and ideas of its people to deliver tangible results.

Firefly is an enterprise-grade solution that powers a full suite of generative capabilities—from content generation to editing to assembly—through industry-leading applications and enterprise automation APIs.